According to, IRON MAIDEN lead singer Bruce Dickinson will fly the head of the Sainsbury's supermarket chain to six U.K. stores in one day. The six-leg journey, spanning England, Scotland and Northern Ireland, will take place on Thursday, March 20 and is a fund-raising effort for Sport Relief, a charity event associated with BBC Sport.

Dickinson will fly Justin King on an Eclipse private jet, which is exclusively distributed and marketed in Europe by Aeris Aviation, where Dickinson also presides as non-executive chairman.

Sainsbury's last November became the second U.K. supermarket to stock IRON MAIDEN's Trooper beer, which was created by Dickinson. The beer, which was produced by Cheshire brewery Robinsons, went into 300 Sainsbury's stores.

Dickinson is the lead singer of IRON MAIDEN, a commercial pilot, business angel, entrepreneur, creative business thinker and international fencer. Bruce was a pilot and marketing director for Astraeus Airlines, which went into administration in 2011.

Bruce left IRON MAIDEN in 1993 in order to pursue a solo career, his passion for fencing and an interest in becoming a pilot. Bruce rejoined the band in 1999 and has gone on to release four albums; despite this, he hasn't stopped flying Boeing 757s.